Estee Lauder 2004 Annual Report Download - page 23

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21
Makeup continues to be a strong category for the Company. Whether
it’s mascara, foundation, eye shadow, lip gloss, powder or blush, our
leadership is clear. In the United States, eight of the top ten best-
selling makeup products sold in cosmetic departments of prestige
department stores in fiscal 2004 belonged to our portfolio of brands.
Going forward, there is ample opportunity for our brands to replicate
our U.S. success in the international markets.
Clinique excels as the number one prestige foundation brand in the
world anchored by its line of eight high-performance foundations.
Estée Lauder’s Pure Color lip and nail line continues to grow inter-
nationally and is leading the brand’s renewal in the makeup category.
Success in the makeup category in fiscal 2004 was driven by launches
of Perfectly Real Makeup, High Impact Mascara and High Impact
Eye Shadow from Clinique, as well as Electric Intense LipCreme and
Ideal Matte Refinishing Makeup SPF 8 by Estée Lauder.
In fiscal 2004, our brands excelled in mascara — one of the industry’s
most competitive segments. Estée Lauder’s MagnaScopic Maximum
Volume Mascara, Clinique’s High Impact Mascara and M.A.C’s Fibre
“THE MOST BEAUTIFUL FACE IN THE WORLD...IT’S YOURS.”
— EST{E LAUDER
MAKEUP